Publications
Publications
- September 1974 (Revised April 1975)
- HBS Case Collection
Ocean Spray Cranberries, Inc. (B)
Abstract
A consumer attitude survey involving more than 1,000 cranberry users has been conducted. Multivariate statistical procedures including factor analysis, cluster analysis and multiple discriminant analysis have been employed to suggest four attitude segments in the marketplace. The research team has suggested changes in product and advertising strategy. What should management do next? Provides an example of psychographic research procedures applied to a commodity grocery product. No special statistical competence is assumed on the part of the student.
Keywords
Surveys; Product Positioning; Mathematical Methods; Consumer Behavior; Agriculture and Agribusiness Industry; Food and Beverage Industry
Citation
DeBruicker, F., and Jan-Erik Modig. "Ocean Spray Cranberries, Inc. (B)." Harvard Business School Case 575-040, September 1974. (Revised April 1975.)